If you say the brand name “Louis Vuitton”, probably only their top luxury signature bags come to mind. However, in South Korea, there is an ambitious shop owner who thought that his fried chicken is so good – it’s practically the LV of fried chicken stores. This man called his Seoul restaurant “LOUIS VUITON DAK” — a play on the word “tongdak” which means whole chicken in Korean.
His shop logo is also basically a rip-off of LV’s logo, and he even printed it on his napkins and cartons. If you are too poor or cheapo to buy the authentic LV bag, you might want to consider buying takeaway fried chicken from his store. It looks like a pretty decent quality bag – it can probably last you a few weeks of takeaway fried chicken for supper.
Of course, the French fashion house isn’t that happy about this. It filed a suit in September 2016, saying the use of the company’s name to sell fried chicken was damaging to the brand. In October, the court ordered the owner to stop immediately and imposed 500,000 won-per-day fine for non-compliance.
The owner’s response to that verdict really shows his smart-aleck mind.
He merely changed the restaurant name to something that he thought was different enough – “chaLouisvui tondak”.
Obviously, Louis Vuitton has no lack of money to spend on suing peope who make use of its brand name and abuse it for profits that don’t go to them. Louis Vuitton complained again and this week, the court ordered the owner to pay the fashion house 14.5 million won for the 29 days that the new name was displayed.
“Although he changed the name with different spacing, the two names sounded almost the same,” the judge said.
Moral of the story? Don’t play play and try to be kay-kiang with multi-national big names.